Bad Ass Coffee is a unique brand that is setting itself apart in the competitive coffee sector by targeting the “sip and savor crowd” with an experiential approach. With 31 locations and growing, the Hawaii-based company recently hired industry veterans Ivy Hanks and Eleanor Schwartz to drive growth and name recognition.
Hanks, with a background in marketing at Tropical Smoothie Café, and Schwartz, who has experience in coffee culture and brand development, bring a wealth of knowledge to Bad Ass Coffee. The company, which started in Hawaii in 1989, is now expanding its franchise efforts on the Mainland, with new stores planned for Texas, Tennessee, Florida, New Jersey, and beyond.
The challenge for Hanks and Schwartz is to maintain the brand’s connection to its Hawaiian roots while appealing to a wider audience. They strive to balance heritage with innovation, offering unique experiences like Spam sandwiches and Hawaiian playlists to create a sense of nostalgia and novelty for customers.
One of the key initiatives for Bad Ass Coffee moving forward is to recruit more franchisees. While the company has set up a franchising website, much of the interest has come through word of mouth and visitors to Hawaii. In October, Bad Ass Coffee will host its first franchise convention to bring together franchisees and stakeholders.
With a focus on local store marketing and creating an approachable brand, Hanks and Schwartz are working to increase brand awareness and bring the Aloha spirit to customers across the country. By offering a unique experience and emphasizing the experiential aspect of coffee consumption, Bad Ass Coffee is carving out its niche in a crowded market.
For more information about Bad Ass Coffee and franchise opportunities, visit their website or contact the company directly. Join the growing Bad Ass Coffee ohana and be a part of a brand that values quality, culture, and community.
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